The makers of the viral “Ariana Grande Licking Donut” shirt have another viral creation up their sleeves. This one pokes at the rivalry between Ohio State and Michigan.

Michigan fell 27-23 on Sunday to Michigan State during a last-second flop. Michigan's punter Blake O'Neill fumbled a snap that was returned by Michigan State's Jalen Watts-Jackson for a game-winning 38-yard touchdown.

Noting the Ohio State-Michigan rivalry, the Cincinnati company decided to capitalize on the moment.

With both hands on his head, the Michigan football fan’s reaction almost looked like an "O." The idea went viral from there.

“We’ve gotten attention from CBS Sports, Bleacher Report and Sports Illustrated. (They) called the store,” Darin Overholser, a partner at Cincy Shirts, said. “Yesterday, we got a call from a lady who said ‘Hey, I saw your shirt in the Detroit News.’ We said 'Oh, OK, that's cool.’ She added (that) it’s very classless and Jim Harbaugh will make sure to smash you guys in the face when he comes to Columbus. We were like ‘It's just a t-shirt, lady.’”